weBloc (WEB)

weBloc suggests a Digital Advertising Alliance (DAA) shifting from the media-focused advertising market to an incentivized advertising market.

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Updated: Jun 16, 2019

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WEB

Type

Utility-token

FoundedKorea, Republic of

What is weBloc

weBloc also has most of the capabilities for building a business in the digital advertising industry. With such capabilities, weBloc team is developing the project building a new advertising ecosystem based on blockchain.

Agency

The role and business of agencies came up to execute advertisements and to report the overall results instead of advertisers.

Agencies made profits by receiving the advertising fees from advertisers and the agency businesses had grown fast as digital advertising field kept expanding. With expansion of agencies, big agencies can have power to negotiate with media and have priority access to inventories and favorable discount of advertisements, advancing into a form of business that mediates deals with small agencies or sells media directly.

AD Network

Small media companies without enough traffic have difficulty attracting advertisers. AD Network is an advertising platform to address this issue – developing AD networks to expose formatted advertisements by collecting small sized traffics and scaling up. It is widely used in the field of Display AD.

DSP (Demand Side Platform)

Platform companies have established the “DSP (Demand Side Platform)” to allow advertisers and agencies to easily execute advertisements so that digital advertisements can be exposed to users quickly and easily. Generally, this can be considered to be the advertising campaign setup tool used by advertisers.

ADX (AD Exchange)

As various DSPs came up in the market, there have been demands for developing a market to expose advertisements while many DSPs share the single advertising sector. To tackle this issue, companies started providing the function of trading advertisements among DSPs.

DMP (Data Management Platform)

DMPs (Data Management Platforms) refer to the companies providing the data to advertisers to target users. DMP services are often provided as an optional function by DSPs – Demand Side Platforms – or advertisers use the data collected by themselves. In some cases, separate 3 rd party companies share the data through the contact with DSPs.

SSP (Supply Side Platform)

SSPs (Supply Side Platforms) refer to the platform companies maximizing the profits of media. SSPs support large media companies to select DSPs or advertisements expected to show the biggest profits from media’s point of view. Large media companies normally choose to work with SSPs as a platform service.

RTB (Real Time Bidding)

When many DSPs gather up and make contracts in ADX (AD Exchange), RTB (Real Time Bidding) system provides the competition ground to make orders for exposure among advertisements by making AD campaigns have real-time bidding and competition.

Publisher

Publishers refer to the various services that users use on the Internet and the areas where users are eventually exposed to advertisements.

All businesses in the advertising ecosystem need to make efforts to increase the number of users participating in advertisements. They need to deliver advertisements fast and find users more responsive to advertisements. There are various businesses inside the digital advertising ecosystem leading the growth of the advertising industry.

Generally speaking, if one sees the process of advertising market as passing on the advertising fees to the other channels (or media), the businesses taking the role would be considered middlemen. All middlemen in the digital advertising ecosystem focus more on securing media where advertisements can be exposed in massive scale rather than generating value on their roles, so that they can charge the maximum amount of advertising fees to advertisers while having fierce competition to increase the scale against each other.

Advertisers pay the advertising fees that would be the source of profits all businesses inside the digital advertising ecosystem (or middlemen). Middlemen’s profit is guaranteed based on the scale of the media they secure, proportionately; therefore, the competition for scaling up their sizes would be the easiest way to survive from the middlemen’s point of view.

In other words, advertising itself will lose its value of “gathering users who can participate in advertisements to achieve a certain purpose” while focusing on securing as many spaces for the exposure of advertisements as possible and circulating the maximum amount of advertising fees inside the advertising market.

Advertisements need to focus on gathering users willing to participate in advertisements with certain purposes. However, as the market has confounded means with end: middlemen in the market try to gather as many users as possible so that they can charge the maximum fees from the advertisers. This has led to unnecessary increase in product prices and untargeted users exposed to advertisements find them as spam messages rather than information, severely hindering the market growth eventually.